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Fintech, SaaS, eCommerce, and consumer brands from early growth to Series D.

We help founders scale across borders, with a focus on the U.S. and APAC corridor.

Some highlights from our careers:

• Defined and executed growth strategies for fintech and consumer brands, covering GTM, product launches, and international expansion.

• Built early GTM foundations and supported the path to first revenue for an emerging tech startup.

• Led IPO-readiness and broader company maturation efforts inside high-growth environments.

• Developed investor materials and supported the capital raise for a multi-billion-dollar eCommerce technology company.

• Supported multiple acquisitions, leading key parts of Board approval, diligence and integration.

• Spearheaded systems and process transformations to enhance alignment and scalability across complex organizations.

•Developed multi-horizon risk strategies across sourcing, supply chain, and product in response to tariff and trade volatility.

Who we work with

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American and Australian Flags Waving With Wind

Top down view of smart business woman explain and present chart. Convocation.

Alinea Advisory

Guiding Philosophy 
Relentless problem solvers
Clarity first 
Global Perspective, Local Builders

What we are
We help founders scale with the clarity and discipline of top-tier US operators.
As the strategy and finance bridge between Australia and the United States, we bring analytical precision and creative problem-solving to help companies expand, adapt, and win globally. 

The Team
We’re two friends who left Melbourne for New York a decade ago — and spent the next ten years helping build, scale, and transform technology and consumer businesses from the inside out.
We’ve seen how world-class companies operate at every stage — from early growth to IPO — and we’re passionate about bringing that same level of clarity and execution discipline to founders operating between Australia and the United States.
Jiali brings operator experience and strategic depth. With an MBA from the University of Chicago, a CFA charter, and a background in Economics, she has led corporate strategy, GTM, and investor positioning at high-growth technology companies including Yext, Rokt, and Flex.
Ashley brings financial and commercial precision. PwC-trained and with over a decade of experience leading finance teams across Adore Me, Birchbox, and Marc Jacobs, she has overseen global FP&A, strategic finance, and capital planning for consumer and e-commerce businesses navigating rapid growth, acquisitions, and cross-border expansion.
Together, we blend strategy, storytelling, and finance discipline — helping founders build strong, investor-ready businesses that compete and win on both sides of the Pacific.

Testimonies / Companies we have partnered with
Stephan Cizmar
Christine Young
Keith George
US fintech company
Flex


Our Unique Edge

Hands on operators
We’ve led from the inside — scaling companies from Series C to pre-IPO in New York’s tech and consumer sectors, including Rokt, Flex, Birchbox, and AdoreMe. Our perspective is grounded in execution, not theory.
Business acumen
We understand the complexity of scaling across regulated markets and we bridge strategy, marketing, product, and finance — translating commercial goals into numbers.
Cross-Cultural Operators
Having built careers across Australia and the United States, we bring an instinctive understanding of both ecosystems — how business is done, capital is raised, and growth is achieved in each.
Investor And Capital Raise
We’ve helped shape and raise capital for companies valued at over $2B, crafting the financial models and strategic narratives that attract global investors.
Risk and Ops 
We’ve structured, scaled, and de-risked high-growth organizations — building compliance systems, governance models, and operating rhythms that support sustainable expansion.
Judgment and Pattern Recognition
Our breadth of experience — across industries, growth stages, and functions — gives us the ability to see patterns early, make sound calls, and guide founders through pivotal decisions with clarity and confidence.


Our Offerings

Expansion Strategy
Market entry, GTM, storytelling, Product Marketing
Capital Readiness
Financial models, investor materials, valuation narratives
Operating Design
Org buildout, planning cadence, data systems
Growth
Pricing, positioning, customer acquisition 
Special Projects
AI implementation, ESG, Reg afiars

 

Flagship Product

“US readiness sprint” 
Purpose: Help Australian (or APAC) tech and consumer founders prepare to scale into the US — strategically, financially, and narratively.
Why it works:
Solves a clear pain point (“we want to expand but don’t know how”)
Time-bound and easy to price (so it feels like a product, not open-ended consulting)
Deliverables:
US Readiness Memo (PDF deck or Notion doc summarizing all outputs)
Narrative Deck (Investor + GTM story)
Financial & Operating Model Review (with scenario plan)
